Why do you blog?
It’s a straightforward, but interesting, question in a world dominated by Facebook, Twitter, LinkedIn, YouTube, Pinterest, Instagram, et al.
So why invest time and resources into something that requires creativity, commitment, writing skills, moderation and community building?
Not to suggest that other social media services are easy but a blog is hard work. It’s 400 to 500 words vs. 140 characters. A blog is about thought leadership vs. a quick update. A blog requires people with particular skills that can be difficult to find.
But at the end of the day, a blog completely worth it. This is I why frequently counsel clients that a blog should be part of their social media and content marketing efforts.
So, why are blogs so appealing?
I guess the biggest benefit is it gives small to large companies a platform to tell stories to different target audiences. These stories can educate, entertain, engage, provoke, instigate or drive brand awareness, leads and sales.
A blog is a corporate asset, not space “leased” on another social platform. It’s whatever you want it to be, and no one is going to suddenly change the rules.
A blog is place around which a vibrant community can be established by providing people with a steady stream of valuable content and resources. Some content might attract new customers, while other content may nurture goodwill and brand awareness.
As a content engine, a blog is a vehicle that can support a lot of other sales and marketing activities. A blog post, for example, can be used on Twitter, Facebook and LinkedIn, as well as part of a newsletter or email campaign.
Blogs are also SEO-friendly because the search engines love fresh content. They make your Website dynamic and fluid, as well as creating opportunities to attract inbound links.
As well, blogs provide the ability to a brand to differentiate itself from competitors.
A brand that combines creativity, value and resources can create a powerful platform. Some great examples of KissMetrics, SEOMoz and Mint, which all have blogs that feature lots of great content that gets read and shared.
While blogs may not be sexy, they offer a lot of value for any brand willing to make a long-term commitment.